On April 18, 2024, the K-pop scene was abuzz with news of ILLIT's Wonhee landing a coveted commercial deal with Pocari, marking a significant milestone in her burgeoning career.

Pocari's commercials have long been seen as a rite of passage for female idols and celebrities, with past ambassadors including TWICE, Chuu, and Kim So Hyun.

Korean Netizens' Applause

Korean netizens erupted in applause over the announcement, lauding Pocari's decision and expressing admiration for Wonhee's suitability for the brand.

Comments on platforms like theqoo reflected sentiments of approval and excitement, praising Wonhee's refreshing image and the perfect match between her and Pocari.

Some of the comments included:

• "She suits it."
• "Wow, daebaek LOL."
• "Her image really suits the Pocari CF."
• "They chose her so fast. She really stands out."
• "Wonhee is so cute."
• "She's cute and fresh. She suits it."
• "Pocari is a sure bet....hahaha Well, originally, Pocari used a lot of new models and had the image of becoming a star. In the past, Han Ji-min and Lee Yeon-hee also modeled when they were barely known rookies. It's already a solo ad, so there's nothing really surprising about it haha."
• "I don't think it's common for a newcomer to do a solo ad instead of a group ad, but it's interesting. Just looking at the case of ㅇㅅㅅ, which has only recently started doing solo ads, it seems like they only did group ads for the first three years."
• "It suits you well haha. Pocari Sweat these days, a lot of people say they feel like they are young, youthful, or students."

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International Controversy: "HYBE Privilege" Debate

However, international audiences offered a different perspective, raising concerns about the perceived privilege associated with debuting under HYBE Entertainment.

While acknowledging that other entertainment companies also wield influence, HYBE's status as a conglomerate brings unique advantages.

Wonhee's rapid solo deal with Pocari, just weeks after ILLIT's debut on March 25, 2024, fueled discussions about industry dynamics and opportunities for rookie idols.

While groups like RIIZE have also secured brand deals early on, the solo endorsement for Wonhee sparked debates about image building and the impact of affiliations in the competitive K-pop landscape.

Uncommon Speed, Uncommon Debate

The swift endorsement deal for Wonhee signifies a departure from traditional timelines for idol endorsements, where artists often focus on group promotions before venturing into individual projects.

The discussion around "HYBE Privilege" adds a layer of complexity to Wonhee's achievement, highlighting broader industry trends and perceptions regarding commercial ventures in K-pop.

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Written by Cassidy Jones.